PUMA Launches “Who Gives A Shirt” Podcast | Exploring Football Shirt History, Culture & Sustainability
Global sports brand PUMA has unveiled a brand-new podcast and video series, Who Gives A Shirt, diving deep into one of football’s most enduring symbols — the football shirt. More than just sportswear, PUMA’s new series celebrates the shirt as an emblem of identity, nostalgia, innovation, and social change.
Hosted by Jack Fowler, a former semi-professional footballer turned TV personality, and Kimberley Cumberbatch, a content creator and football newcomer, the show explores not just how football shirts evolved — but what they mean to fans, players, and communities around the world.
Why Football Shirts Matter More Than Ever
For over a century, the football shirt has been more than fabric. It’s a badge of pride, a canvas for creativity, and a bridge between generations. From vintage cotton kits to today’s performance-engineered designs, football shirts have mirrored the evolution of both the game and society itself.
“A football shirt tells stories — of victories, heartbreaks, local pride, and even rebellion,” says host Jack Fowler. “We wanted to explore that emotional connection.”
PUMA’s podcast unpacks these layers of history and emotion — connecting fans, designers, historians, and sustainability experts through one simple but powerful garment.
Who Gives A Shirt is not just another sports podcast. Produced by Mags Creative in collaboration with MSL, it forms part of PUMA’s FOREVER.BETTER commitment — a long-term initiative that fuses creativity, cultural awareness, and environmental consciousness.
Each episode blends storytelling, expert interviews, and playful banter, offering something for both lifelong football fans and curious newcomers.
Meet the Hosts: Jack & Kimberley
Jack Fowler: A former semi-professional player and avid collector of vintage football shirts, Jack brings authenticity and insider perspective to the show.
Kimberley Cumberbatch: Known for her energetic social media presence and candid humour, Kimberley adds a fresh lens — questioning traditions and bringing a relatable curiosity to each discussion.
Their chemistry is natural, funny, and deeply informative — a dynamic duo that makes football culture accessible to everyone.
Episode One: How Football Shirts Shaped the Game
The debut episode opens with an intriguing question: “Where did football shirts actually come from?”
Listeners are taken back to the 1800s — when footballers wore flannel shirts, heavy cotton, or even formal office attire on muddy pitches. It wasn’t until 1888, with the creation of the Football League, that standardised kits began to emerge.
Together with guest Xaymaca Awoyungbo, a cultural historian and football shirt expert, Jack and Kimberley explore:
How early kits reflected class and region
Why colours became crucial identifiers
The introduction of player numbers and names
The rise of home vs. away kits
How women in early football faced unique challenges with restrictive attire
Kimberley’s lighthearted questions and Jack’s storytelling make the episode a perfect mix of education and entertainment.
From Pitch to Street: The Evolution of Football Fashion
A Cultural Movement Beyond the Game
Football shirts aren’t confined to stadiums anymore — they’re now fashion statements, protest symbols, and collectibles.
Future episodes of Who Gives A Shirt explore how these kits crossed into streetwear culture. Designer Hattie Crowther joins the show to discuss:
The influence of terrace fashion in the 1980s and ’90s
How brands like PUMA shaped the look of modern urban style
The shirt’s resurgence among Gen Z as a sustainable, nostalgic fashion piece
PUMA’s long-standing reputation for merging style and sport shines through, as the podcast reflects its broader vision: sportwear that tells stories.
Guest Spotlights: Experts, Fans & Hidden Voices
James Harkin – Performance Meets Psychology
Known for his work on No Such Thing as a Fish, James Harkin brings a unique analytical twist to the discussion. He delves into how the psychology of wearing a football shirt can impact performance — from the confidence boost of donning your team’s colours to the intimidation factor of bold designs.
Angela – The Heart of a Fan
In one heartwarming segment, Angela, a lifelong Manchester City supporter, shares her personal journey through football fandom. From childhood memories to matchday rituals, she embodies how shirts unite generations. Angela even teaches Kimberley how to perform “The Poznan”, Manchester City’s iconic celebration — a light-hearted moment that captures the joy of the sport.
Sustainability Takes Centre Stage
The Environmental Cost of Football Fashion
As the global demand for football shirts grows — with millions sold every season — PUMA’s podcast doesn’t shy away from tough questions about sustainability. An entire episode is dedicated to the environmental footprint of kit production and the industry’s shift toward circular fashion.
PUMA’s RE:FIBRE Initiative
At the heart of this conversation is PUMA’s RE:FIBRE — a cutting-edge textile-to-textile recycling programme that transforms old garments into new ones.
Key insights include:
How RE:FIBRE reduces waste and CO₂ emissions
The challenges of recycling synthetic fibres used in sportswear
PUMA’s long-term goal to make 100% of its products from recycled materials
The importance of fan participation in recycling schemes
This episode positions PUMA not just as a brand, but as a change-maker driving the future of sustainable fashion in sports.
Beyond Fabric: The Emotional Tapestry of Football Shirts
Football shirts carry more than logos — they carry memories, rivalries, pride, and even grief. In later episodes, the hosts explore emotional stories of fans who connect deeply with their kits:
Shirts worn during unforgettable matches
Jerseys inherited from loved ones
The emotional value of old-school crests and vintage sponsors
Each story underlines how football shirts have become part of our collective cultural identity — woven with emotion as much as material.
The Power of Community and Identity
Shirts as Social Symbols
Football shirts often represent more than just teams — they symbolize cities, heritage, and unity. The podcast unpacks how shirts have been used as tools for social causes, including campaigns supporting equality, mental health, and anti-racism.
By amplifying diverse voices — from fans to designers to historians — PUMA’s Who Gives A Shirt becomes a platform for dialogue about inclusion, design, and progress within football culture.
The FOREVER.BETTER Ethos
PUMA’s FOREVER.BETTER platform champions a sustainable and inclusive future. Who Gives A Shirt is an extension of this ethos — blending storytelling with actionable change.
“We’re not just celebrating football shirts,” explains a PUMA spokesperson. “We’re rethinking their impact — on the planet, on people, and on the game itself.”
Where and How to Listen
Who Gives A Shirt officially launched on October 1, 2025, and is now streaming across all major podcast platforms, including:
BBC Sounds
Spotify
Apple Podcasts
YouTube (Video Series)
Each episode offers visual highlights and behind-the-scenes clips for fans who want to experience the show beyond audio.
Final Thoughts: A Must-Listen for Fans and Fashion Enthusiasts Alike
PUMA’s Who Gives A Shirt isn’t just another brand promotion — it’s a cultural conversation starter. It bridges the worlds of sports, fashion, sustainability, and storytelling, creating something fresh and genuinely educational.
Whether you’re a die-hard football fan, a design aficionado, or someone interested in sustainability, this series has something meaningful to offer.
It’s nostalgic yet modern, informative yet entertaining — the perfect listen for anyone who’s ever owned, worn, or cherished a football shirt.
